One of the best things is when a non-profit organization like Vancouver Island Compassion Dogs asks you to help them improve their organization’s message, tone and branding! So when Veteran’s Advocate, Barb Ashmead came to us to overhaul their brand, we were really honoured and excited to see how we could help this organization grow and help more veterans & dogs. Who wouldn’t like that!
In many cases people come to us when they have hit a wall and are not sure how to move forward. Many business don’t understand the impact of Inspiring Messaging! I am always repeating: Strategy, Message then Design!
VICD’s current web site was something they put up when they started. It was not bringing in donations and informing viewers or veterans enough about the program. The objective was to empower veterans with the tools to reclaim their place in the community and rebuild their lives. When I sat down and went over all of VICD’s content, I knew that the first thing we had to do was get clear on the VICD Message. We interviewed the key members of the organization within a five step brand framework. This helped flesh out the who, what, why, how, and where. An inspiring story began to emerge.
I then worked with the content creators form Words and Company to help define the message. We were able to achieve the goals of this web site: to increase donations, make it easy for Veterans to apply and to inform and educate viewers about VICD’s 52 week service dog training program.
Throughout the design I used calming colours: soft sky blue and large blocks of dark blue for key areas of interest with a splash of VICD red to put an emphasis on key conversion areas (call to action, tag-lines, explanation and links.) Using icons helps lead viewer into key areas of interest. Using photos of veterans and their dogs helps viewers see the powerful, primal bond between human and dog. This creates a connection with the program and the impact it is having on Veteran’s lives.
Working with Barb and the VICD team was a gift! Their passion and drive to help veterans and animals made our job so enjoyable and easy to do. We have seen significant progress and increase in donations and new veteran applications. The new site is doing its job helping the organization operate smoothly, helping connect with more veterans in need and increase visibility and donations.
Looking at the analytics and comparing the 2 months before the new website to the 2 previous months of the old website – we can see an increase in new users of 2,246.88% – wow!!!